A process for producing roasted coffee or a surrogate thereof in powder form from seeds obtained from the fruits of coffee plants, or seeds of barley, rye, oats, and wheat, wherein a powder obtained by grinding said seeds is dried to a moisture content of 5 to 10% and subjected to roasting. Preferably, the roasting is carried out continuously, at a lower temperature and for a shorter time than conventional processes, to a stream of said powder that is arranged in a thin and turbulent dynamic layer run along a wall in heat exchange relationship therewith, with the wall being maintained at a set temperature of at least 180.degree. C.